Marketing resource management (MRM) tools are among the latest in a series that have been designed to increase the productivity and effectiveness of marketers. Unlike predecessor tool categories like marketing automation, MRM tools focus on assisting practitioners across all marketing channels, not just direct marketing. Overall, MRM functionality focuses on improving planning, measurement and execution. Here is a quick summary of the functionality and promised benefits.
MRM tools offer great promise. The key is in understanding how they can fit into your existing infrastructure. Many organizations have made significant investments in existing technology, data structures, processes and people as they implemented CRM and marketing technologies over the last decade. Often these organizations cannot afford to sunset these investments as MRM functionality is added on. Therefore, the opportunity to leverage further tool-to-tool integration should be explored as part of your MRM decision-making process. What follows is a brief description of issues to consider and what you can expect when it comes to MRM integration with other marketing tools.
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